CINCINNATI – Coming soon to Kroger's grocery bags, website, ads and stores: Kroger is getting a new logo and slogan.
The Cincinnati-based supermarket giant is keeping its outsize, swooping "K" and "G" and will still emblazon its name in blue – but the oval-shaped shield is gone. The new tagline is "Fresh for Everyone."
Kroger is the nation's largest supermarket chain. It operates more than 1,200 stores under the Kroger name from Michigan to Texas and from Georgia to Indiana.
Besides Kroger stores, the grocer operates several regional supermarket chains in 35 states, including Fred Meyer, Harris Teeter, Ralphs, Mariano's, Fry's, Smith's, King Soopers, QFC and others.
The new logo won't affect Kroger's chains operating under regional nameplates, but "Fresh for Everyone" will be incorporated nationwide.
The new look and tagline is the result of its enlistment of DDB New York as its first-ever creative agency of record, which was hired in summer.
Kroger is launching an ad campaign to familiarize customers with the new look and tagline. The campaign will include new in-store signage and animated figures that the company is calling "Krojis" (Kroger emojis) that will help deliver the marketing message.
The company didn't disclose how much it's spending on the switch.
"Kroger chose 'Fresh for Everyone' as our leading brand message because it is inclusive, clear and memorable and supports our vision of serving America," Mike Donnelly, Kroger’s executive vice president and chief operating officer.
Kroger is the third-largest retailer in the U.S. behind Walmart and Amazon, according to the National Retail Federation.
Contributing: Joe Taschler, Milwaukee Journal Sentinel. Follow Alex Coolidge on Twitter: @alexcoolidge
This article originally appeared on Cincinnati Enquirer: Kroger unveils new logo, slogan: "Fresh for everyone"